A newly revised and updated edition of the influential guide that explores one of the most powerful ways to attract attention and influence behavior—fascination—and how businesses, products, and ideas can become irresistible to consumers.
In an oversaturated culture defined by limited time and focus, how do we draw attention to our messages, our ideas, and our products when we only have seconds to compete?
Award-winning consultant and speaker Sally Hogshead turned to a wide realm of disciplines, including neurobiology, psychology, and evolutionary anthropology. She began to see specific and interesting patterns that all centered on one element: fascination.
Fascination is the most powerful way to capture an audience and influence behavior. This essential book examines the principles behind fascination and explores how those insights can be put to use to sway:
• Which brand of frozen peas you pick in the case
• Which city, neighborhood, and house you choose
• Which profession and company you join
• Where you go on vacation
• Which book you buy off the shelf
Structured around the seven languages of fascination Hogshead has studied and developed—power, passion, innovation, alarm, mystique, prestige, and alert—Fascinate explores how anyone can use these triggers to make products, messages, and services more fascinating—and more successful.
Most Helpful Customer Reviews
Frightened and Excited
Fascination is a word that both frightens and excites. “The origin of the word, Fascinere comes from Latin meaning to bewitch. Romans believed it was an evil curse. Freud labeled the relationship between a therapist and a patient as fascination, a form of hypnosis.” ~Sally Hogshead Fascinate
As the economy evolved from an information economy to more recently an experience economy, consumers’ expectations are higher than ever. Attention spans are more splintered, the field of competition is thick, and products and services are easily commoditized. Today we are in the midst of the Fascination Economy.
The only way to stand out is to be more fascinating than your competition. In this book Sally teaches you that Fascination is a tool to be mastered through activating one or more triggers that captivate people.
• Lust – Seduced by anticipation • Mystique – Intrigued by the...
Starts out with a bang, but then quickly becomes repetitive. It is painfully obvious that her marketing ideas, while somewhat interesting, were thickly padded to make a sellable product for the general public. It didn't work. If it were drastically edited, this work would have made a spectacular article in another publication, but there is not enough meat here for a whole (smallish) book. She repeatedly tries to pass off "celebrity" quotes as facts in support of her ideas, but the incessant name-dropping becomes sickening. When she started quoting her (highly complimentary) reviewers as "authorities" in the text, I tossed it. It's just a big circle-jerk.
Enjoyed Fascinate almost as much as Sally's presentations. Her presentation was absolutely amazing when I saw her!!! I shall return to my highlights often while planning to engage my audience more aggressively. My company has a niche-driven strategy & her insight will help tremendously. I will recommend this book to my business colleagues who need to understand better their audience and market.
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